The strangest soccer story of the week undoubtedly goes to AC Milan for its partnership with Sanrio, the Japanese company behind the popular cartoon character Hello Kitty.
According to the statement on Milan’s website, have teamed up to create “an exclusive co-branding project,” which will feature, among other things, “sports clothing line and accessories for all female fans.”
The partnership is, according to the club, “aimed at the club’s female fans of all ages.”
“Together, the two parties will create a new collection which will be launched mid-April at the San Siro. Hello Kitty will also be pitch-side for the occasion.”
Paolo Casarini, Licensing Director for Sanrio, from the official Milan website:
“I am very satisfied with this collaboration. The idea to associate a female soul to a top level male sport came a while ago with AC Milan. Today, and with lots of female fans in the sport, the new collection has a natural target. A sports clothing line and accessories to all female fans will be launched from next September.”
Milan fans will be thrilled that this is the focus of Milan’s leaders, as they watch their beloved club, having been driven into its current financial crisis, languish in eighth place in Serie A, a staggering 14 points off the Champions League places.